Ask the expert: Amelia Taylor

Tony Cassar: Amelia, what were you doing before entering the window covering industry?

Amelia Taylor: I entered the industry reasonably young, at 26 years old. I’d had two roles before that; first I was lucky enough to surf with Jack Mc Coy, the ‘Spielberg’ of the Surf film world. When I finished university, Jack reached out and asked if I would join his Surf Film Festival to tour Blue Horizon, a Billabong film that featured the world number one at the time Andy Irons. I spent three years in 74 locations across Australia, New Zealand and the United States as  – officially – the Marketing and Promotions Manager for the Billabong Surf Film Festival, but really I did whatever was asked of me, it was such a good way to travel but also learn to be a jack of all trades.

I came home and decided I wanted to join the fast moving consumer goods (FMCG) industry and got a 12 month maternity contact role as National Marketing and Promotions Coordinator for Metcash. Metcash is leading wholesale distribution company with a diversified business across the food, groceries, hardware and liquor sectors.

Tony Cassar: When and how did you enter the window covering industry?

Amelia Taylor: I was waiting to hear about a job at Nestle and Johnson & Johnson when I took the Hunter Douglas role, as Assistant Product Manager. I was 26 years old and went to the interview to just practice my interviewing skills. The next day they offered me the role of Assistant Product Manager. I took it thinking I would work there until I got a role in FMCG. Funnily enough I fell in love with product management straight away and never looked back.

Tony Cassar: What key roles have you undertaken in the organisations you have
worked with?

Amelia Taylor: At Hunter Douglas I’ve been Assistant Product Manager, Product Manager and Marketing Manager over an eight-year period. At Wattyl/Valspar I was Channel Marketing Manager – Colour, Retail & Trade, while at Somfy, I did a one year maternity contract as Sales Manager whilst I set up my flower business Unbunched – so, Founder of Unbunched is another one of my roles!

Finally, Head of Product and Marketing at Wynstan, where I have now been for five
and a half years.

Tony Cassar: If you hadn’t entered the window covering industry, what do you think you would have done?

Amelia Taylor: Interestingly, I’ve already pursued my dream job, albeit with unexpected twists and turns. After experiencing redundancy at Valspar Paints (Wattyl) due to Masters Home Improvement’s exit from Australia, I found myself with the opportunity to reflect on my passions.

From a young age, I’ve held a deep love for flowers, and this passion led me to embark on a new venture: Unbunched. With a silent partner, I set out on a mission to democratise the joy of flowers, challenging the notion that they should be a luxury item. Unbunched disrupted the traditional flower supply chain by sourcing directly from growers, enabling us to deliver fresh seasonal blooms to our customers’ doorsteps every Thursday. It was a journey fuelled by a belief that everyone should experience the beauty of flowers in their homes every day. However, with the demands of a 12-month-old baby and the complexities of a capital raise, I realised the importance of balance and the value of being an employee. It was a valuable lesson that highlighted the benefits of both entrepreneurship and traditional employment.

Tony Cassar: Tell us more about your work at Wynstan. What type of promotional activity do you undertake and what have you found to be the most successful?

Amelia Taylor: At Wynstan, we prioritise heavy advertising to maintain brand awareness, especially considering that blinds, doors, shutters, and awnings are infrequent but high-cost purchases. Our strategy revolves around ensuring that our brand is top-of-mind when consumers have a trigger to make a purchase. Before Covid19, we refrained from advertising specific discount amounts. However, the post-Covid landscape has prompted us to adapt and evolve. As for the most successful promotional activity, well, let’s just say it involves a special blend of secret herbs and spices!

Tony Cassar: Wynstan has many showrooms, how important are they?

Amelia Taylor: Showrooms play a vital role for Wynstan on multiple fronts. Firstly, they serve as accessible hubs where customers can receive personalised service and see our products up close. This localised presence fosters trust and convenience, as people know they can easily walk in for assistance. The showrooms  are also strategically positioned along main arterial roads which transforms them into powerful pink billboards. That visibility ensures that Wynstan becomes top-of-mind when individuals think of blinds, doors, shutters and awnings, having been subconsciously influenced by their daily commute.

Tony Cassar: Amelia, which state, or territory are your strongest?

Amelia Taylor: Wynstan services New South Wales (NSW) and Victoria (VIC), encompassing approximately 40% of the Australian population. In Sydney, Wynstan has solidified its position over two decades, becoming a household name. The brand’s recognition is evident from the common response of ‘Oh, Wynstan with a Y!’ when I mention where I work. Meanwhile, our Melbourne division, although younger at 10 years in business, is experiencing significant growth. Melbourne’s fiercely competitive window coverings market has seen remarkable expansion in recent years, making our success there particularly gratifying.

Tony Cassar: Amelia, you play an integral part in the Blind Manufacturers Association of Australia (BMAA). Can you tell  us about the role you play at BMAA?

Amelia Taylor: Being on the BMAA board is a tremendous honour. Over the past two years, I’ve had the privilege of contributing to the association’s mission, and this year, I feel more confident in my role. With the recent appointment of Wesley Fawaz as CEO, I’m excited about the prospects for the association and its members. Leveraging my background in marketing, products, and communications, I am focused on driving initiatives that add value to our members. Specifically, I’m keen on three key areas: enhancing membership benefits, organising more networking events, and engaging the next generation of industry talent to propel us forward.

Tony Cassar: The Australian Made logo, what did it take to be involved and what effect has this had on the business?

Amelia Taylor: Manufacturing is at the heart of Wynstan and Turner family. Where possible we always look for manufacturing as the preference opposed to the exception. Australian Made, made it so easy to become an licensee. They came out to the factory, assessed each product to determine it met the ‘Australian Made’ requirements. The decision came from the data.  

99% of Australian consumers recognise the logo

73% of Aussies are willing to pay more for Australian made products

69% of Australian have been looking to buy more Australian made product in the last 12 months.

2023 Roy Morgan
Research Data

Tony Cassar: Wynstan is involved with The Ovarian Cancer Council of Australia and Crime Stoppers, NSW. Can you tell us about the benefits of these initiatives?

Amelia Taylor: Our partnership with Ovarian Cancer Australia (OCA) holds a special significance for us. Since 2016, Wynstan has been dedicated to raising awareness and funds for ovarian cancer research and support. This cause is deeply personal to the Turner family. Margaret Turner, wife to Bruce Turner, lost her battle with ovarian cancer in 1994. In her memory and in support of countless others affected by this disease, Wynstan has raised over half a million dollars, in addition to providing a million dollars’ worth of advertising space to spread awareness. Our ongoing collaboration with OCA embodies our enduring commitment to honour Margaret’s legacy and make a meaningful difference in the fight against ovarian cancer.

Our partnership with Crime Stoppers NSW is another way we’re giving back to our communities in a personal way. As the leading manufacturer of Crimesafe worldwide, Wynstan has always prioritised home security. Our partnership with Crime Stoppers, Australia’s go-to platform for sharing information on unsolved crimes and suspicious activities, allows us to combine our expertise with a trusted resource for community safety. It’s about more than just providing security solutions; it’s about empowering individuals to play an active role in protecting their neighbourhoods and fostering a sense of unity and trust.

Tony Cassar: Amelia, what key challenges do you believe the window covering industry faces in the future?

Amelia Taylor: Looking ahead, the window covering industry is facing some significant challenges, three of which are that:

Rapid advancements in adopting technologies are reshaping consumer expectations. Manufacturers, wholesalers, and retailers must adapt by incorporating smart features and connectivity into their products and production processes to remain competitive and efficient.

Additionally, ensuring compliance with safety standards, especially concerning child safety, remains a top priority. With changing regulations, especially the recent attempt to ban all cords in the USA, I am sure more regulation will come over the next few years.

There’s a growing demand for eco-friendly options as environmental awareness increases. We’re adapting our production processes to meet this demand while minimising our environmental footprint. These challenges call for proactive approaches and collaboration across the industry to ensure our continued relevance and success in an ever-evolving market.

Tony Cassar: The DIY sector has grown over the last few years. What’s your take on this development?  

Amelia Taylor: From a marketeer’s perspective, the DIY sector has introduced a refreshing wave of competition and innovation. I think DIY players have challenged traditional retailers to lift the bar.

DIY in general is big business in Australia and the pandemic gave DIY a further boost. Figures from the Australian Bureau of Statistics reflect the interest in the country’s spending on hardware, building and gardening supplies peaked at $2.12 billion in May 2020.

It’s unsurprising that there’s a burgeoning market for DIY window covering businesses. However, the reality is that installing both internal and external window covers requires a level of skill that may not be immediately apparent to many individuals. It’s not until they find themselves grappling with a costly mistake that they come to appreciate the intricacies involved. At Wynstan we have witnessed this scenario unfold more times than I can recall.

Tony Cassar: Amelia, what do you consider your greatest career achievements?

Amelia Taylor: Three moments that stand out for me in the industry are:

In 2009 I received the Employee of the Year Award at Hunter Douglas for my work developing two fabrics: Baltic and Carnaby. Baltic 15 years later is still available, which makes me feel pretty good.

Working with Ovarian Cancer Australia has been incredibly rewarding for me. Each year, we reach out to our advertising partners to request donations for advertising space to raise awareness about the signs and symptoms of ovarian cancer. In 2020, Are Media generously donated a $35,000 print ad in Women’s Weekly magazine, highlighting the partnership between Wynstan and Ovarian Cancer Australia (OCA). It was through this advertisement that Sonia, a reader, recognised the symptoms described. Prompted by the ad, she visited her GP the next day, leading to a swift diagnosis and life-saving surgery. Knowing that our collaboration with Wynstan played a role in Sonia’s timely intervention and recovery fills me with immense pride. Sonia’s Story | Wynstan & Ovarian Cancer Australia (youtube.com)

Last year, Wynstan founder Bruce Turner’s nomination for the BMAA Hall of Fame was a truly memorable moment. Bruce’s dedication to promoting Australian Made products and his tireless advocacy have been truly inspiring. With a workforce of over 400 employees, his commitment to supporting local industries is commendable. Witnessing him receive his well-deserved award was a moment of great pride and fulfillment.

Tony Cassar: Amelia, which people have been the greatest influences in your life and why?

Amelia Taylor:  I must acknowledge my father, a brilliant man who imparted invaluable lessons about business. Two lessons he repeated until it was engrained in my brain are:

“In any enduring business relationship, mutual benefit is the cornerstone upon which trust, and longevity are built.” This principle underscores the importance of mutual value and advantage in partnerships.It’s the foundation upon which I’ve cultivated strong, enduring relationships within the industry.

Additionally, his most common phase “Every dollars a prisoner” reflects the mindset of financial discipline and prudence, he – a seasoned accountant – instilled in me.

Another big influence and a huge inspiration for me from a business perspective – although I have never met  him – is Henry Sonnenberg, the visionary founder of Hunter Douglas, whose 10 business principles left a lasting impression on me. Among them, “Don’t go with the crowd. Offer something different and if possible, unique” stands out. This mantra resonates deeply with my belief in innovation and differentiation, reminding me to always strive for uniqueness in my endeavours.

Bruce Turner has also provided me with invaluable guidance; but he’s also given me the autonomy for testing and learning new retail strategies for the business. His trust and support have been instrumental in my growth and development, teaching me valuable lessons about advertising and business management.

Tony Cassar: Amelia, tell us about your family and your interests outside of the window covering industry?

Amelia Taylor: I’ve been happily married to my husband John for eight years, and we’re blessed with two wonderful children: Charlie, who’s six, and Clementine, who just turned three. Our family calls Sydney home, and in my free time, I indulge in my passions for food, fashion, and flowers. While I wish I could claim to be into exercise and mindfulness, I’m more of an active mum, spending my spare time cheering on my kids at their sports events, enjoying Nippers activities, or catching up with my friends and family.

Tony Cassar: What does the future look like for Wynstan Blinds and you?

Amelia Taylor: As for Wynstan, the future is bright and full of exciting opportunities. We’re constantly evolving products and refining our sales techniques, and prioritise meeting the evolving needs of our customers, ensuring Wynstan remains a leading force in the industry

As for myself, with my daughter Clementine now three years old, I’m eager to embrace new challenges and continue my journey in the retail sector. I’m passionate about our industry and committed to driving growth and success, and I hope to take on a leadership role in a consumer business in the near future.

Tony Cassar: Window coverings have seen many changes over the years, where do you see the industry heading?  

Amelia Taylor: I foresee the window coverings industry potentially evolving towards a structure similar to the Australian supermarket sector, with a strong duopoly emerging. As the industry continues to evolve, it will be essential for businesses to adapt and innovate to meet the changing demands of customers and the housing sector. It will also be critical to keep abreast of ever evolving innovations in technology.